133231-june 2013

HNCT, LLC

25525 77th Ave SW

Vashon, WA 98070

Change Service Requested

PRSRT STD

U.S. Postage

PAID

Permit No. 178

Salem, OR

$4.7

5 Per Issue C

omplim

entary to C

offee Professionals

Coffee improves lives

Water QualityEssential for a Quality Cup

page 10

This Month:12 Commercial Coffee

Brewing Systems

14 Training in the 21st Century

24 Social Media for Small Business

www.CoffeeTalk.com

June 2013Vol. XXVI No. 6

See Coffee Fest Listings page 28

8 The View

10 Water QualityEssential for a Quality Cup

12 Commercial Coffee Brewing Systems


16 Retailer SuccessTake Time for Training

18 A Master's in Coffee

18 Top 10 Tips to Avoid Expensive Mistakes Before Signing a Lease

20 Crimson Cup Coffee House

22 Coffee Education


26 Newsbites

28 Advertiser Index

28 Coffee Fest Exhibitor Listings

Feature

OwnersPublisher/Advertising/OwnerKerri Goodman-Small, ext 1 | 877.426.6410 | [email protected]

Editor in Chief/OwnerMiles Small, ext 2 | [email protected]

International Development Rocky Rhodes, [email protected]

DesignPrint DesignMarcus Fellbaum, ext [email protected]

AdministrativeAdministrative DirectorJohn Newman, ext [email protected]

Social MediaOdyssea Rowe, ext [email protected]

Mailing InfoMail: HNCT, LLC, 25525 77th Ave SWVashon, WA 98070Phone: 206.686.7378 Fax: 866.373.0392Web: www.coffeetalk.com

DisclaimerCoffeeTalk does not assume the responsibility for validity of claims made for advertised products and services. We reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns.Postmaster: Send address changes to HNCT, LLC, 25525 77th Ave SW, Vashon, WA 98070Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected. Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x1 or subscribe online at www.CoffeeTalk.com.Copyright 2013, HNCT, LLC, All Rights Reserved

WHO WE ARE

Cont

ents

Professional Memberships



12 Commercial Coffee Brewing Systems


Web DesignJustin Goodman, ext [email protected]

4

June 2013

Publisher AssistantLynn Douglas, ext [email protected]

Editorial SupportJessica [email protected]

Professional Memberships

2013 Vita-Mix Corporation.

ITS TIME FOR

PEACEUNSURPASSED DURABILITY. AMAZING CONSISTENCY. AND MASSIVE HORSEPOWER. All blended together in one of the quietest blenders working on professional countertops.

the Quiet One.Amplify your drinks without the noise. Visit commercial.vitamix.com for more information or

call 800-4DRINK4 for a dealer near you.

This July, we once again make our magazine available to NGOs and non-profits to strut their stuff. Our Making a Difference issue is one of those times that we give over our audience to those organizations that are working hard for all of our benefit to improve the quality of life for folks across the coffeelands.

It seems like only a couple of months ago that we last published the Making a Difference issue for 2012 and now once again, here it is. But really, so much has changed in our world that is making life more difficult for smallholders:

1. Climate Change probably no other danger to growers is more compelling. In this last year it has become apparent that the tropics have reached a tipping point in the advance of adverse climate.

a. The Andean range is losing its snow pack at an alarming pace as the average temperature range rises and reaches into higher altitudes. Snowmelt is the lifeblood of the lush growing areas of the eastern slope of the Andes throughout Bolivia, Peru, Ecuador, and Colombia.

b. The rising temperatures in the tropics are causing shifts in the high altitude atmospheric rotation, which is pulling frigid air from the poles closer to the tropics. (Think Brazil, Tanzania, and Mexico)

c. Another record hurricane season is predicated in the Atlantic that not only will potentially cause increased damage to crops during the blossom season for coffee, but more importantly, massive destruction of infrastructure and heartbreaking loss of life and livelihood

CalendarApr 27-May 5 Ka'u Coffee Fest, Ka'u, HI

Apr 28-May 1 ACF Central Regional Conference, Little Rock, AR

May 7-9 Australian International Coffee Awards, Melbourne, Australia

May 18-21 NRA Show, Chicago, IL

May 22-26 Thaifex, Bangkok, Thailand

May 23-26 Melbourne International Coffee Expo, Melbourne, Australia

June 4-6 International Food Exhibition, Guangzhou, China

June 5-8 Ultimate Barista Challenge, Surabaya, Indonesia

June 6-8 China International Food Industry Trade Fair, Beijing, China

June 7-9 Coffee Fest Chicago, Chicago, IL

June 7-9 World Tea Expo, Las Vegas, NV

June 23-24 SW Foodservice Show, Dallas, TX

August 1-3 Cumbre Latinoamericana del Caf, Puebla, Mexico

August 15-18 13th Annual Roasters Guild Retreat, Roanoke, WV

August 18-20 Western Foodservice & Hospitality Expo, Los Angeles, CA

August 18-20 Expo Comida Latina, Los Angeles, CA

in the tropics, as well as significant disruption of shipping in the Gulf.

d. The cyclonic monsoon rains so predictable in the past are now fiercer and more variable, missing some parts of the world and drowning others. (Think India and ultimately Central America)

e. The typhoon season in the Pacific is shaping up to pound Indonesia, the Philippines, and Southeast Asia with the accompanying massive loss of life and infrastructure. The coming typhoon season is compounded with an El Nino that is predicted to be neutral increasing rainfall in the South Pacific and South China Sea (which may actually be good news to the western coasts of Latin America but not so good news for the Andean snowpack.)

f. Continuing reduced moisture and rising temperatures in the Sub Sahara is not only threatening average rainfall levels in the highlands of Ethiopia and Uganda but also water levels in the Great Rift Valley lakes. Food security is a rapidly growing issue as populations have little flexibility and resilience against sudden crop loss and reduced fish stocks.

2. La Roya (leaf rust) changing conditions have facilitated the rapid expansion of leaf rust throughout Central America decimating the current crop and potential future crops by weakening the coffee trees vitality. The potential that the United States leading coffee supplying region may no longer be able to support coffee growing on a macro scale has become possible.

3. The rapid consolidation of coffee production into four major supplier countries threatens to shift the prioritization lesser supplier countries place on coffee as an export product and instead focus on internal consumption. This year four countries (Brazil, Colombia, Vietnam, and Indonesia) account for 67% of all the coffee exported this year. This gradual shift toward a small club of producing countries is made more dramatic when one considers that the next six countries on the list represent 23% of the coffee exported this year that is 90% of all the coffee produced this year came from only 10 countries! The potential threat this poses to the international supply chain cannot be overstated. Political unrest, natural disaster, infrastructure collapse, food insecurity, and other potential events can have an immediate negative effect on both large and small growers, and of course on the reliability of the supply chain.

So this year there is much to consider. The human cost of these and other potentialities is dramatic and terrible to consider. The organizations both large and small that will present next month are on the front line of these and other causes. Please tune in next month to learn about their purposes and goals and if you are moved to action donate money or time (or both) toward them. They are the heart of our industry.

As in past years, the organization that has the most click-thrus from their article to their website will receive a $1000 cash donation from CoffeeTalk Media so get clickin.

Kerri Goodman-Small & Miles Small

The View

8

June 2013

from crop to cup. from field to table.

2013 Cargill, Incorporated.All Rights Reserved. Truvia

and honestly sweet are registered trademarks of the Truvia Company LLC.*Source: AC Nielsen All Outlets, 52 weeks ending 24 Nov 2012

Coffee beans come from plants. So should your sweetener.Serve Americas best-selling natural zero-calorie sweetener*

Available in 8 SKUs to fit your needs. Discover more at truvia.com/foodservice, contact your Cargill Truvia foodservice representative, or call 1.855.855.2362 for more information.

10

June 2013


by Jessica Tanski

The water pot bubbles to indicate that its contents are ready, the filter is perfectly in place, and your favorite Chemex, Hario, Melitta, or other Pour-Over brewer awaits underneath. Ready? Pour!The pour over method is becoming widely adapted around the world. From chain coffee shops like Starbucks to independent cafes, the pour over method is being utilized to its full potential with growing popularity. This method also allows java junkies to craft a cup of coffee at home with a gourmet coffee shop feel.

However, while the method itself seemingly looks easy, its looks can be deceiving. There are many factors and variables that need to be taken into consideration to ensure the perfect pour over brew. The most important variable: water.

When dealing with water, it is important to note that everyones water is different. And I am not just talking about between cities and across states. You can live in the same city and still have different water than your competing coffee shop just three city blocks to the north.

Ronit Erlitzki, a marketing professional from Selecto Scientific says, Since the water path to everyones faucet is different, everyones water quality is different.

This leads me to my biggest argument. Since every coffee shops water is different, one single machine will not conform to every shop. It is extremely important to get your water tested to see what is hiding in your water. It is the most important thing to getting a good pour over brew. There are a few ways you can do this.

Scott Guglielmino, a product manager from La Marzocco USA says, Never purchase a filter or a water unit from someone who has not tested your water. How will they know what they are filtering for? Guglielmino is the leader of the water team at the company and will be speaking about the interactions between water and coffee at the Nordic Barista Cup in September.

Tim Hibbs, a business development expert with OptiPure suggests making a simple phone call to your water company. It is the best way to get a year-round snapshot of specific minerals, water characteristics, and seasonal changes.

OptiPure prefers to use a Hach Titration Kit, called Total Hardness Test Kit, Model 5-EP when specifically looking for the mineral content in water. It is offered on the Hach website for under $30.

However, Hibbs continues, Water chemistry is a complex blend of physical and chemical reactions between the contaminants in each water source. Therefore, it is important to look at the whole picture rather than only a portion.

Scott Burris from Pure Water Technology of South Louisiana suggests a total dissolved solids (TDS) test. This is a test that will weigh the total amount of dissolved solids, i.e. any minerals, salts, metals, etc., dissolved in your shops water. If the TDS level is high, this tends to generally mean that the mineral content is high, but not in every situation.

After figuring out what minerals and contaminants are in your shops water, it is best to contact a professional to see which system is best for your water. Some shops would be better with a reverse osmosis unit, others some kind of filtration system.

Philip Fralix, a Certified Water Specialist by the Water Quality Association, who has more than 40 years in the water treating industry, makes a highly notable yet simple comment. He says, Not one system will solve all of the problems.

After bombarding you with all of those technical terms, you are probably asking: well, what kind of water quality is needed to ensure a good pour over cup of coffee? Unfortunately, it is just not that simple. Some of these water variables depend on the preferences of the coffee shop.

The Specialty Coffee Association (SCAA) created water standards that they deem necessary for a good brew. The odor and color are the two things that you can ensure without any testing. The water should be odor-free and the color should be clear. The chlorine content must be 0 mg/L. As mentioned earlier, total dissolved solids are important. The target goal should be roughly150 mg/L. The acceptable rage for TDS is somewhere between 75-250 mg/L. The calcium hardness should be about 4 grains or 68mg/L. Again, the acceptable range here is between 1 and 5 grains. The SCAA recommends the total alkalinity to be at or near 40 mg/L, the pH level to be at about 7 with a half a point range, and the sodium is recommended to be at or near 10 mg/L.

Roy Parker, the senior marketing manager at Everpure says, Some minerals are good for coffee. It gives it flavor. Do not use distilled water, ever. Minerals also help with the extraction of the oils from the coffee grounds.

Minerals act as a buffer, it keeps the pH levels in line. The lower the pH level, the more acidic the water is. The lack of minerals in the water will over extract the oil from the grounds, especially in the pour over method. If you extract too much oil, you will get bitter coffee and you will actually be able to see an oil slick on top when brewing your pour over cup of coffee. Too much mineral content and you can end up with under extraction. This means you are not pulling out enough oil, which leads to a weaker coffee. Finding a balance depends on mineral content and coffee shop taste preference.

In the pour over method it is evident that shops must treat the water before brewing. The pour over is not similar to an espresso machine in that the machine itself helps with the filtration of the water. In a pour over, the water is brought up to temperature and then simply poured over the coffee grounds. There are companies that offer systems to accommodate water preferences.

Parker suggests, Depending on your input water, depends on which system to use. A reverse osmosis unit with a blend capability is a good choice. Without the blend, it will take out all of the minerals. A blend feature allows you to maintain the minerals you want.

Fralix, from MAVEA recommends their PURITY Quell ST filter. It is A single customized filter medium that targets ions in the crude water that cause lime scale build-up. It results in partial demineralized water for use in areas where carbonate hardness levels may be considered too high and the added mineral content in the water is not considered critical.

This filter system comes in three different sizes and capacities depending on what the coffee shop is interested in and what their coffee output is.

Global Customized Waters best asset is our ability to educate the customer to show them the most cost effective solutions that retain their customers and give them a return on their investment. Any water treatment system should make you money, not cost you money, says Global Customized Water representative, David Beeman.

Global Customized Water offers a complete line of equipment to enhance and improve the taste and quality of water for the pour over brewing method. The company offers reverse osmosis systems, carbon filters, water softening, no salt water softeners, and even custom water formulations.

Beeman continues, At Global we customize to the customers needs at the lowest cost of ownership in the industry. Globals products can be installed and serviced by anyone, they are just that easy.

At Global Customized Water, they utilize water analysis to specify based on 1-product quality 2-equipment protection 3-customer retention. Beeman says, In this competitive environment a better tasting cup of coffee keeps the customer coming back and the right water makes an incredible difference in the flavor of the coffee.

OptiPure provides Blended Water Systems (BWS) that allows the customer to dial-in the precise TDS they desire in their water. Hibbs also recommended, Additionally, ScaleX2 is a non-chemical scale inhibitor that allows the Calcium to remain present in the water for good extraction, while minimizing potential scale problems with the equipment.

Coming from a company that distributes espresso machines, Guglielmino raised the awareness and importance of ethics for the buyer of water filtration systems. The Water Quality Association published a Code of Ethics with marketing guidelines; a trade association for water filtration manufactures. There are a number of bullets that the buyer should be made aware of to avoid being misled into purchasing a unit that may or may not be suitable for their water.

While this article focuses strongly on the pour over method of coffee brewing, it is also important to mention that specialty teas are also making their way to coffee shop menus. Like coffee, tea is made up of about 98 percent water. Thus proving that water quality for tea is just as important as coffee. With the season soon turning to summer and iced coffee quickly growing in demand, the quality of water for ice is also important to guarantee a nice frosty glass of iced coffee.

As the pour over method of brewing coffee is rapidly growing in popularity, coffee shops must keep up and make sure that the water they are using is up to quality standards.

A perfect specialty coffee requires the right water hardness for the best extraction, taste and aroma. An expensive espresso machine requires control of the water hardness to protect it from damaging limescale. The Everpure Claris Filtration System by Pentair gives you both. Innovative 5-stage filtration and carbonate hardness give you premium quality water ideal for brewing Exclusive Duo-Blend technology gives you precise hardness for perfect extractionThe result is specialty coffee with perfect crema, full flavor and pleasant aroma, along with brewing equipment protection from mineral scale that can cost you money in maintenance and repairs. The Everpure Claris is precisely what youve been looking for. Contact us for a free water test at [email protected], visit www.everpure.com or call 800.942.1153.

Premium quality water with a twist of the wrist.

THE NAMEIN PRECISION HARDNESS CONTROL

EVERPURE CLARIS

Official water filtration of the World Barista Championship

Everpure by Pentair

WWW.PENTAIR.COM

Ad_EverpureClaris_rebranded.indd 1 10/26/12 11:04 AM

A perfect specialty coffee requires the right water hardness for the best extraction, taste and aroma. An expensive espresso machine requires control of the water hardness to protect it from damaging limescale. The Everpure Claris Filtration System by Pentair gives you both. Innovative 5-stage filtration and carbonate hardness give you premium quality water ideal for brewing Exclusive Duo-Blend technology gives you precise hardness for perfect extractionThe result is specialty coffee with perfect crema, full flavor and pleasant aroma, along with brewing equipment protection from mineral scale that can cost you money in maintenance and repairs. The Everpure Claris is precisely what youve been looking for. Contact us for a free water test at [email protected], visit www.everpure.com or call 800.942.1153.

Premium quality water with a twist of the wrist.

THE NAMEIN PRECISION HARDNESS CONTROL

EVERPURE CLARIS

Official water filtration of the World Barista Championship

Everpure by Pentair

WWW.PENTAIR.COM

Ad_EverpureClaris_rebranded.indd 1 10/26/12 11:04 AM

12

June 2013

by Lynn Douglas

The commercial coffee industry is hotter than ever. Coffee machines that were once only seen in restaurants have migrated over into the everyday office and home setting. The reason is, commercial coffee makers are much more reliable over longer periods of time and brew a much better cup of coffee. Commercial units brew coffee at an optimum brewing temperature (10-20 degrees hotter than the made-for-home models) extracting the coffee grinds to maximize taste. When it comes to buying commercial coffee makers, you begin to understand that it is a big industry and the process can be overwhelming.

The first step is to research the various models and find the type of commercial coffee brewer that will best serve your needs. Technological advancements have improved brewing precision. Coffee can be created using exact specifications by just turning the dial or pushing a button. These commercial coffee brewers can also be set to perform tasks automatically.

Several commercial coffee brewers, most of whom are pioneers in the industry are all launching new products that cater to specific needs, including: FETCO, Bloomfield, Wilbur Curtis, Brazen, and Brew-Tek.

Curtis and the Gold CupThe Curtis Gold Cup (CGC) stands alone among open source single brewers. The CGC Brewer uses advanced technology to ensure the perfect gold cup standard of coffee and is very reliable, said Brant Curtis, Marketing Director at Wilbur Curtis. With a touch of a button, the brewer is pre-programed with exacting recipe settings. A group of twenty can walk up to a barista and this machine is able to brew a volume batch of gold standard coffee. This G4 controller is much more than a flashy screen. Using the most advanced manufacturing and programing processes, it is able to exactly control water temperatures, water flow rates and water pulse sequencing to the millisecond. In addition, the user also has the ability to completely customize their own recipes. This machine will brew 12-20 ounces in a few minutes. With smaller, precisely controlled brew volumes, higher quality coffees and varietals may be offered at a more profitable price point. An economical feature is the ability to brew one cup at a time during non-peak hours, which eliminates the waste factor said Curtis.

Curtis has taken coffee brewing technology to new heights with the Generation Four Gemini with Intellifresh, a digitally controlled and automated system that uses gentle warmth to ensure the coffee stays its freshest, even when it is moved to a remote warming station. This twin headed unit is designed to keep coffee at an optimum serving temperature without degrading it, said Curtis. It is like an electric blanket. The G4 digital control is fast and features intuitive controls that make it easy to achieve the best coffee possible by allowing complete control over temperature, time, volume, pre-infusion, pulse-brewing and water bypass. Pre-set, one-touch global recipes account for coffee type, grind and weight to help simplify the brewing process while delivering gourmet results. This coffee maker from Curtis takes the guesswork out of coffee: Press brew and it will remember to brew that golden cup of coffee in a large batch, every time, said Curtis.

FETCO adds Intuitive Touch ScreenFETCO, one of the foremost commercial coffee brewing equipment manufactures in the world is re-launching their CBS-2130-XTS Series Airport Coffee Brewer in August, now with an intuitive touch screen. We listened to our customers and went back to the drawing board to re-design this brewing system. We are pleased with the outcome, said Vince Kendzierski, Director of Marketing with FETCO. Our consumer is typically the convenience stores, cafeterias, and specialty coffee shops. We are a perfect hot beverage solution for high volume self-service environments. The unit is small and compact making it an ideal choice for break rooms, cafeteria countertops and lobby service areas. This brewer is engineered for smaller batch dispensing and is available in 1 gallon and 3 liter configurations.

Bloomfield is BackBloomfield, a long-time innovator in the industry, is introducing its Dual Automatic Thermal Coffee Brewer. This brewer will allow the consumer to brew coffee that is reliable and serve the needs for high volume, said Greg Loffler, VP Sales and Marketing at Bloomfield. This electro-mechanical brewer may be considered traditional, but its superior engineering and proven technology is timeless. This brewer will deliver an exceptional cup of coffee every time. The two brewing volumes of

1 gallon and 1 1/2 gallons will accommodate fluctuations in demand. Their exclusive design allows for easy access and makes for quick, efficient service. The ready to brew light indicates the proper water temperature to help eliminate the guesswork in brewing. The premium quality thermostat has a full-length stainless steel sensing bulb that recognizes water temperature accurately and cycles less frequently. The independent front-mounted hot water faucet allows drawing of hot water without affecting coffee taste or brewing cycle. The superior spray head design spreads water over the coffee grounds creating agitation and a floating action that completely saturates the coffee to capture the full, rich essence of every bean.

Brew-TekBrew-Tek has come out with yet another dependable, economical and reliable commercial coffee brewer. The ADJD-3 will be on the market in June and features 3 buttons on the front allowing the consumer to have a brewer that is easy to operate. The beauty of this brewing system, is that you can use the same packet of coffee to brew 3 different types of coffee: mild, medium or bold, according to Steve Hyde, national Sales Manager with Brew-Tek. What it boils down to is choice and bulk brewing. That is what we believe makes more money for the client and choice for the consumer.

Brazen an Automatic Pour-Over SolutionWhat started out as a way to brew a better cup of coffee has turned into a passion for Joe Behm, owner and inventor of the Brazen coffee brewer. I took a look at what was available on the market and knew we could do better, said Behm. The Brazen took four years to complete, but has received rave reviews, including the 2012 Peoples Choice Award from the SCAA and is Amazon.coms #1 coffee brewer. The Brazen is sold through Boyds coffee, one of the oldest family owed coffee roasters in the USA. We were quite pleased with what we have achieved, said Behm. We have brought something new and innovative to the market and we believe we have succeeded. The Brazen incorporates patent-pending temperature calibration technology, coupled with proven techniques such as pre-soak features, precise and accurate water delivery temperatures to combine for the ultimate custom brewed coffee. The Brazen puts you, the user, in control of the brewing and temperature process. Most coffee makers dont allow the customer to change the brewing temperature of their coffee, said Behm. Before introduction of the Brazen, there were no consumer versions available with a pre-soak function and almost all had poor extraction due to poor design of water dispersion.

One of the key aspects of well-brewed coffee is making sure the grounds are evenly saturated. Unlike most home brewers, which drip from the middle, Brazen saturates the grounds in a shower of hot water, at the right speed and the right temperature. Why is temperature control so important? Having control over the brew temperature enables you to decide at what temperature you would like your coffee brewed. Different brewing temperatures extract different flavors from the grounds and can greatly affect the character of the cup. We are the only brewer on the market that can store your memory and data. For example, since no single brewing temperature is right or perfect, hotter may not always be better. In simple terms, being able to choose the brewing temperature gives you control over the flavor of the coffee because the temperature affects how much is drawn from the grounds. Draw too much and it is bitter, draw too little and it is weak. By adjusting the grind, the quality, and the temperature you have greater control.

Other features include a manual water release for teas, a pre-soak and adjustable rest time, and altitude correction. It is going to be the gauge that others are judged by because the user has complete control of the temperature, says Behm.

We are proud of what we have achieved. The Brazen was designed to meet or exceed the SCAA Gold Cup Standard. Be on the lookout for new products on the market. We will have 3 new products on the market in the next 1-2 years. We want to be the leader in doing things differently but with precision and accuracy.

Everybodys taste in coffee is different. This brewer was designed to be a leader and cost effective, allowing everyone to drink a great cup of coffee at an affordable and economical price. For me, all that matters at the end of the day is that I have given people the opportunity to have their own journey in coffee. I love what I do, for me its a passion! What else sets the Brazen apart is their quality and customer service.

Whichever coffee brewer you choose, keep in mind, it is important that you make the right choice for your business needs. Any one of these brewers will be a worthy investment that will deliver a steaming cup of java every time!

Commercial Coffee Brewing SystemsShowcasing the Latest Products

13REGISTER TO ATTEND, COMPETE OR EXHIBIT AT COffEEfEST.COM OR CALL 800-232-0083

COFFEE FEST SEATTLEWASHINGTON STATE CONVENTION CENTEROCTOBER 4-6, 2013

SHOW HIGHLIGHTS INCLUDE

300 ExHIbITION bOOTHS

OvEr 75 CLaSSES & WOrkSHOpS

Davinci Gourmet, aMErICaS bEST COFFEEHOUSE COMpETITION

aMErICaS bEST ESprESSO WESTErN CHaMpIONSHIp

LaTTE arT WOrLD CHaMpIONSHIp OpEN

FrESHMaN CLaSS 1ST TIME aTTENDEE prOGraM

SOUrCE NEW prODUCTS

the best business relationships begin in person

Our Reputation

EagleWebPress.com 800-800-7980

Stands The Test of Time

Best Customer Service

High Quality Printing

Affordability

Versatility Coated/Uncoated

Friendly Staff

Latest Technology

On Time Delivery

Environmentally Conscious

Catalogs Newsletters TabloidsClass Schedules DirectoriesNewspapers Books Magazines Digests Bus Schedules

Printing Quality Publications

Since 1970

14

June 2013

Training in the 21st Centuryby Mark Dallmeier

Corporate training departments face an increasingly daunting task. Not only because they are attempting to train and educate senior and middle-age adult learners who, throughout their career, have been forced to participate in class room, online or video based training that is not engaging, not stimulating, ineffective or is not even close to the reality of what is experienced on the job but because every year younger, more tech-savvy, electronically wired workers enter the workforce changing the functional dynamics of the workplace and how employees are trained.

Training departments are attempting to recruit, retain, and develop cross-generational workforces who often learn through different modalities and at different paces. The level of difficulty in recruiting, retaining and training the right type of talent for the right roles are growing, due to multigenerational workforces.

A growing percentage of younger workers desire to learn on the job, instead of sitting in a classroom listening to a teacher, or reading curriculum and studying. But this is not ground breaking news; we have seen this trend growing for the last 10-15 years. 10 years ago, the Saratoga Institute completed a multi-year survey on employee turnover. Over 60 percent of employees reported that they left their job because of a lack of feedback and coaching. How many organizations within the retail and coffee industry have actually mastered the onboarding, mentoring or coaching process for new hires?

Companies like Starbucks have implemented a variety of training and coaching models over the years. Caribou is well known for its educational and training system and has historically created a workforce that is revered. But how do organizations truly win the war for talent and how do they educate such a broad, diversified multigenerational workforce?

Younger workers think, behave, act, and learn differently because they have been programmed to interact with information, knowledge, and each other using the internet, computers, devices, and games. They like being challenged and they like figuring out answers to questions or overcoming challenges on their own (if they are rewarded for doing so) or in a team environment but only if they can pick their own team.

These workers are not intimidated by electronic devices or computer applications unlike a large percentage of the baby boomer workforce they are quick to master devices with little training, they are comfortable communicating and connecting with others electronically, and a growing percentage of these workers have been trained to use computers to help them study, complete research, and learn.

K-12 schools are using computers and educational games to help educate and form the minds of young students. Using games to influence or accelerate the development of rote memorization skills or learning is starting earlier that kindergarten. ABCmouse.com is an online early learning academy that uses games, simulations, and other methods to help preschool kindergarten children to master color/art/music/reading/math/science and other topics.

I often hear many older workers and managers talk about their young peers saying that Their minds are wired differentlythey are always on the phone, on devices, constantlythey understand this tech stuff. I also hear these same workers complain that younger workers lack verbal communication and critical thinking skills, are too brash and rush into tasks, or often try to feel their way through a problem before asking for direction and help or researching the topic or issue before diving head on into the situation.

Is this behavior due to a lack of training or life experience or a lack of coaching and mentoring? Or could it simply be the new normal a growing trend within a younger workforce that is manifesting because of how technology and the Internet are used as a crutch to replace a disciplined training and educational process?

How are corporate training departments going to address this new normal while still supporting baby boomer and Generation X workers? In my opinion, we must face the reality that our legacy approaches to employee training and even recruiting, rewarding, and retention must be examined and re-architected.

A week ago I was at a business conference where Hewlett Packards COO Bill Veghte and K.C. Choi HPs Vice President, Americas Solutions Architecture, were speaking about the velocity of technological change and how it is impacting companies and workers globally. K.C. Choi referenced many quotes from author Nicholas Carr who is one of the most prolific authors of the 21st century. He has become one of a handful of authors who observes the impact of technology on society and constantly challenges and questions the status quo when it comes to the usage of the internet and technology in our world.

In Carrs 2008 article, Is Google Making us Stupid? (http://www.theatlantic.com/magazine/archive/2008/07/is-google-making-us-stupid/306868/) his main argument is that the internet might have detrimental effects on cognition that diminish the capacity for concentration and contemplation directly impacting our ability to think critically, study, retain information, and perform over time.

Internet connected devices and computers have absolutely impacted 1) how people access and think about information, 2) how they use that information in their daily lives 3) how they use information and technology to behave, navigate and function within our society to learn.

Corporate training departments need to harness the power of the Internet, mobile devices, tablets, and even games if we are to effectively influence and train the next generation of workers. Rote memorization is the foundation of mastering a game. Fun and rewarding games and simulations can be used to recruit the right type of workers with the right types of skills. They can be used to help employees master the basics of food service, safety, recipes, or even up selling and cross selling.

We can have blended training modalities operating within the same learning framework and experience! Young workers need help in developing customer service, communication, critical thinking, and coaching skills. Competencies that baby boomer and Generation X workers have developed over the last 20-40 years. A blended approach to training and coaching through gaming and live simulations (accompanied by digital materials accessed on any internet enabled device) can be designed so young workers can master the basics by leveraging (and sharing) their tech savvy skills while baby boomers and Generation X workers can leverage and share their communication, coaching and critical thinking experiences with younger workers through these games or live simulations.

As I said earlier, corporate training departments face a daunting task!

Re-architecting or transforming a corporations approach to training takes a big commitment. But lets face it, the problem of training employees in a highly productive, cost effective, and scalable way is not going away it will only get larger as more young workers enter the market if we dont face the issue head on.

If a company is attempting to re-architect its approach to training I would suggest: 1) first focus on integrating the use of technology, gaming, the internet and social networks into your assessment and recruiting process this an area that is easy to measure and easy to quantify the impact; 2) develop a rewards strategy that can be implemented and managed through technology this enables you to implement changes that impact all employees in a positive way; 3) lastly, re-architect how you can implement a blended training experience that helps integrate multigenerational team members down to departmental or customer levels using games, online learning, digital materials, and live simulations (group role playing, learning or sharing).

This suggested approach should help to rapidly educate and ramp up new hires as they enter the workforce and is expected to reduce turn over and improve employee productivity while creating a well-rounded multigenerational workforce.

Mark Dallmeier is the co-founder of LifeGames, creators of BaristaLife a new social game for the coffee industry (www.baristalife.net). Mark has co-founded a number of software and services companies, is a well known management consultant and has held Chief Executive, Marketing, Strategy and Sales roles within multiple companies.

North America: +1 877-256-8873Latin America: +1 952-984-3617Europe, Middle East, Africa: +41 227032816Asia, Australia: +65 62951112www.commoditypricerisk.com

Cargill Risk Managementcreates customized pricing solutionsto meet your business needsServing customers in 60 countries across 55 commodity markets

2013, Cargill, Incorporated

16

June 2013

Take Time for Trainingby Greg Ubert Crimson Cup Coffee

Thorough and comprehensive training for both owners and baristas is one of the most critical factors in starting and running a successful coffee house. Training sets your coffee shop apart. A lot of places serve a good cup of coffee. Yours must be better. Training is where better begins.

Too often, new owners believe they can start with a free drink preparation course from an equipment manufacturer or learn on the fly during their first weeks of operation. They think they know everything there is to know about running an independent coffee house because they have read a book, watched a video or attended a coffee conference. Whenever I hear this, I know immediately that this future coffee house owner is headed for trouble unless we can change their perception. Think about it. Have you ever mastered any subject just by reading a book or watching a video? Or learned a complicated process while under pressure in an environment that is full of distractions?

In more than 20 years of working with independent coffee shops, I have learned that customers who complete a comprehensive training program experience substantially greater sales while decreasing their start-up costs. This program should cover more than just making a great espresso-based drink. It should educate the business owner in everything from A to Z about running a coffee house, from pre-build out to post-grand opening. It is a tall order to master all the elements of running a small business while simultaneously learning the nuances of the specialty coffee business. My advice: do not go it alone.

Here are some of the essential elements to cover in training to operate a successful independent coffee shop:

Learn the dynamics of coffee. Begin with quality beans their origins and characteristics. Find out what goes into coffee quality, and why it is so important to the success of your business. Todays specialty coffee customers are knowledgeable and discriminating in their tastes. You must know how to source and serve the best to attract a loyal following. And you must know how to discuss coffee with your more knowledgeable customers.

Understand the layout of the coffee bar. I cannot stress enough that equipment must be placed in its most efficient location. This is vital to serving customers quickly, while minimizing barista and cashier movement. You cannot have them tripping over one another. You must have a place for everything and keep it there to maintain consistency from shift to shift. It is all about muscle memory, knowing where to reach for things while not really having to think about it. You should almost be able to do the job blindfolded.

Understand the equipment. Whether its your coffee brewer, espresso grinder or the actual espresso machine, its important to know what each machine does and how it works so that you can serve a consistently wonderful beverage every time. You also need to learn proper equipment care and maintenance. Remember that you will be out of business at least temporarily if your espresso machine malfunctions due to improper maintenance.

Learn proper drink preparation. Making espresso manually is an exacting skill that requires precise timing. A good training program walks the owner and baristas through the brewing process to help them understand what happens to the coffee at every stage of preparation. Thoroughly trained baristas should be able to recognize problems in the brewing process by

taste. They should be able to determine what part of the equipment and brewing process is not making the grade. Drink training should teach SCAA standards and should cover, at minimum: Workingsoftheespressomachine Waterqualityanditstemperature Freshnessofthecoffee Grinding,dosing,andtampingthecoffee Brewingandpullingtheperfectshot Steamingandfrothingthemilk Dosingsyrupsandchocolates Pouringandservingthedrinktothecustomer Standarddrinkrecipes Hand-pouredbrewingmethods Propericed-drinktechniques Properfrozen-drinktechniques

Practice. Practice. Practice. Focus on making great drinks and satisfying the customer.

Train everyone on your staff the same way. Customers expect consistent quality no matter who is preparing the drink, so everybody should be using the same technique. Even if you hire experienced baristas, they must be trained in your drink recipes and to follow your quality standards.

Focus on customer service. Coffee drinkers are looking for more than just great coffee when they visit your coffee house. Many seek a sense of connection and belonging, a way to relax and relieve stress. Coffee drinkers can be a finicky crowd, so baristas must be trained to handle special requests with ease and grace. Coffee houses succeed when friendly baristas and cashiers remember customer names, standard orders, and yesterdays discussion.

Brush up on business skills. From marketing to supervising employees to ordering supplies and more, you are in charge. Make sure you are prepared to manage all the backroom functions that will keep your coffee business in business and dont throw that business plan out the door once you start. Review the business plan at least once a month to ensure you are on the right path to success.

Learn from industry experts. Look for trainers who not only know what they are doing, but who also know how to teach their skills to others; and have a true passion for coffee and for service.

Initial training, ideally comprehensive coffee house training, begins off-site before your store opens in a more classroom type setting. Additional training on-site in your location during the week of opening will give you a better understanding of how to operate your machines, use your coffee and supplies and learn the layout of your coffee bar. You should devote several days to training, and your trainer should stay on site at least through opening day. In fact, it is best if you can have an expert at hand for the first week of operation.

Retrain as needed. Over time and with employee turnover people can slip into bad habits without even realizing it. Refresher training at least every 6 months helps everyone get back on track again.

My experience has shown that coffee shop owners who make training a priority create greater success with fewer headaches. They have more loyal customers and happier employees. The bottom line: time in training is time well spent.

Greg Ubert, founder and president of Crimson Cup Coffee & Tea, has been roasting coffee in small batches since 1991 and has taught hundreds of business owners how to run successful independent coffee houses. The author of Seven Steps to Success in the Specialty Coffee Industry can be reached at [email protected].

17

We recognized the need for an American-style single cup drip brewer, precise enough to craft Golden Cup quality with any brew method.

Our solution, the Curtis Gold Cup.

Brant Curtis, 4th Generation

M E E T T H E F A C E O F

PREC IS ION

Curtis Gold Cup

W I L B U R C U R T I S C O M P A N Y , L O S A N G E L E S C A | 8 0 0 - 4 2 1 - 6 1 5 0 | W I L B U R C U R T I S . C O M

wilb

urcu

rtis.c

om/ microsite/goldcupbrewer/

17639 hp4c Faces of Curtis Prec v8 COFFEETALK.indd 1 5/20/13 11:51 AM

18

June 2013

This month we will be focusing on Tip 5 in our 10 TIPS to Jumpstart your Caf series.

Now that you have the language of your brand, your space layout, and all of your research complete (from Tips 1-4), we can integrate that dynamic experience into the physical space. We define a dynamik experience as a sustainable, delectable, workable and memorable experience designed for humans, desks, dogs, menus, and mannequins. An all-inclusive experience is the result of a 360 degree viewpoint, which means knowing how to create a space that achieves the right feeling when someone arrives for the first time.

The language of your brand determines the language of your material palette. This includes the psychology of materials relative to the human experience, color and pattern trends, location vernacular and preferences, material availability, and budget. All of these physical considerations will be overlaid and analyzed based on your brand story and guidelines, logo mark, and taglines. Whether you are looking to launch a new concept or refresh, these areas should be reviewed relative to your brand.

Your brand does not stop with your name, website, and logo, it follows through in everything a customer sees, hears, touches, and smells. The color and materials of the interior and exterior architecture and signage are important to consider. Fabric, tiles, artwork, murals, flooring, lighting, seating, and table types should all correspond and relate to your brand.

DYNAMIK projects such as TJs Deli (refresh), The Spot (new concept), and Fanajeen (new concept) have seen a marked value in creating a unique experience relating to their brand and bringing customers back again and again. This has a substantial impact on ROI due to price/value perception. Your space is your package and must be created just as rigorous as your brand and logo. Working with an expert in brand space creation is well worth money and time for a successful long term caf.

Having a well thought out brick and mortar experience is the basis for customers returning consistently and creating the greatest value for your products.

Our 10 Tips Jumpstart Caf pocket books allow you to write your thoughts in one complete booklet and it also prompts questions to consider. http://www.dynamikspace.com/store.php5

Stay tuned every month for valuable tips.

Melanie Corey-Ferrini is the founder of Dynamikspace (www.dynamikspace.com) and offers services from consulting to full service caf creation.

Be sure to visit our expanded version of this article on our website: http://magazine.coffeetalk.com/june13-branding-tip/

A Masters in CoffeePart 5

It was true when they told us that after the first break time would fly. This past month went by incredibly fast. My parents came for a visit and we were able to travel around the various scenic and charming places of the Amalfi Coast. My parents also had the chance to stay a few days here in Trieste. It was nice to show them where I have been living and introduce them to some of my friends from the Masters. Being coffee growers in Guatemala, it was a unique experience for them (as it was for me at the beginning) to meet a group of people from different countries and with different backgrounds, where the conversation revolved around the topic we all have in common: Coffee.

As we continued the segment on coffee and economics this past month, we had a class with Dr. Omar Merlo, a Professor from the University of Cambridge, who taught us about marketing strategies. Moreover, we had the opportunity to spent a day at the MIB School of Management here in Trieste, where we received a class with Wendy Wan on Chinese consumer behavior. This was an extremely interesting class as we learned about the expanding middle and upper class in this rapidly developing consumer market and manufacturing powerhouse. I enjoyed that the lesson strayed away from the typical textbook definitions of Chinese culture and we analyzed the culture in a behavioral, social, and psychological level based on her studies and real life experience.

We have also begun to receive a risk management class where we started by reviewing basic accounting concepts, and then, quickly advanced to learn about types of risks businesses face, hedging techniques, and other topics concerning options, forwards, and swaps. As many other lessons we have received, these concepts concerning risk management and the stock market are fundamental knowledge to have when working in our industry; and I am happy to be acquiring a deeper understanding on the topic (Even though I think this will be one of the most challenging final exams).

In our Strategic Management class, we had the opportunity to analyze a few cases of different sized and structured companies that operate in the coffee industry such as Nespresso, Illy, Starbucks, Juan Valdez, and Dimbulah. I greatly enjoyed this class because we examined growth strategies that the companies have applied; the opportunities and challenges of growth; and we discussed and evaluated future strategies that the companies could engage in. In addition, we deliberated on the topic of entrepreneurship and the qualities needed to start a business. I think this was an imperative topic to address because our class in composed of incredibly talented and smart individuals that I believe have great potential to be successful in anything they do, including starting and building businesses.

This last month will be extremely busy as we finish our last classes, study for our final exams, begin to prepare our thesis, and try to seize the last moments we have here in Italy. It is sad to be getting to the end; I will definitely miss seeing everyone everyday.

Ciao,Ashley

Ashleyprentice01

by Ashley Prentice

19

[email protected]

855.883.7735

FACEBOOK/LOVEONEVESSEL

The Art of Hydration

OUTFIT YOUR CREWFOR FREE!

Get six free custom full color t-shirts when you spend $750 or more on drinkware. Please call for details.

PROGRAMS AVAILABLELogo, pre-decorated,

& co-branding

20

June 2013

Want to brush up on coffee shop basics? Are you just starting out in the industry and need expert advice? Well, look no further than Crimson Cup Coffee Company. These guys wont just consult and teach you how to be successful; they will demonstrate everything you need to know in their own coffee shop and roasting facility. Lets hear from Crimson Cups marketing director Melissa Rogner

V. Hi Melissa! Please give us a general overview of what Crimson Cup Coffee Company does. R. Hi Max! Our main focus is to supply the necessary tools for independent business owners to open up their own coffee houses. We provide hands-on training and consulting with business plan development, finding locations, and setting up the right layout and equipment. In addition to that, we have

Retailer / Roaster Profile: Coffee House Basics and Way Beyond

Crimson Cup Coffee House4541 North High StreetColumbus, Ohio 43214 (614) 262-6212Melissa [email protected]

by Maxim Vershinin

our own coffee house. We have opened it in 2007 in Clintonville, OH to fully understand and wrap our heads around the coffee shop business, so that we knew how to teach and train independent business owners who want to be successful in the coffee industry.

V. What is unique about your own shop? R. What is really unique about Crimson Cup Coffee House is that we consider it as a test kitchen, where we regularly try new things with our customers to better understand the science of our industry. We test trends, techniques, and equipment to be successful before we roll them out onto our community. This way, we constantly get an insight from our customers about what they like. For example, we try different brewing methods. About a year ago, we created a brew bar in order to be able to offer pour-over coffee, and we have begun to share it with the community.

Move coffee and tea gently, efficiently, dust-free with FLEXI-DISC Tubular Cable Conveyors

FLEXI-DISC Tubular Cable Conveyorsdeliver unsurpassed efficiency,extreme durability and ultra-gentleproduct handling. Low friction, tight-tolerance, high strength polymer discsglide within smooth stainless steeltubing, evacuating virtually all materialand allowing easy cleaning.

[email protected] 888 FLEXICON

CHILEUK

AUSTRALIASOUTH AFRICA

+56 2 2415 1286+44 (0)1227 374710+61 (0)7 3879 4180+27 (0)41 453 1871

Gentle, dust-free, energy-efficient conveying of fragile coffee and tea with no separation of blends

Single or multiple inlets and outlets allow a wide range of layout configurations

Comprehensive range of components 4 and 6 in. (100 and 150 mm) diameter Discs

on Galvanized or 304/316 Stainless Cable Sanitary Systems including Nylon-coated or

Uncoated Stainless Cable, and CIP accessories

Ideally suited to gently convey green, roasted and ground coffees, and all forms of tea and tea blends, FLEXI-DISC Tubular Cable Conveyors are fully enclosed, preventing dust and product contamination.

Gently slide coffee and teathrough smooth stainlesstubing horizontally,vertically or at any angle,to single or multipledischarge points

Offered as stand-alone conveyors, or asengineered, fully automated systems integratedwith new or existing process equipment

NEW

Rugged cable/disc assemblies in 4 and 6 in. (100 and 150 mm) diametersoffered in sanitary and industrial designs.

System shown with (right to left): Automatic Cable Tensioner;

Bag Dump Station; Clear Inspection Tubing; and

Drive System with motor, gear reducer, drive wheel

and discharge housing.

BB-0729

2013 Flexicon Corporation. Flexicon Corporation has registrations and pending applications for the trademark FLEXICON throughout the world.

System can be fed from virtually anynew or existing storage vessel orprocess equipment (Drum Dumperand Bulk Bag Discharger shown),and discharge at a single point,or selectively at multiple points.

BB-0729 MoveCoffeeTeaGently_CoffeeTalk_0613_052213_21x7in_BB-0729 5/22/13 5:16 PM Page 1

21

Move coffee and tea gently, efficiently, dust-free with FLEXI-DISC Tubular Cable Conveyors

FLEXI-DISC Tubular Cable Conveyorsdeliver unsurpassed efficiency,extreme durability and ultra-gentleproduct handling. Low friction, tight-tolerance, high strength polymer discsglide within smooth stainless steeltubing, evacuating virtually all materialand allowing easy cleaning.

[email protected] 888 FLEXICON

CHILEUK

AUSTRALIASOUTH AFRICA

+56 2 2415 1286+44 (0)1227 374710+61 (0)7 3879 4180+27 (0)41 453 1871

Gentle, dust-free, energy-efficient conveying of fragile coffee and tea with no separation of blends

Single or multiple inlets and outlets allow a wide range of layout configurations

Comprehensive range of components 4 and 6 in. (100 and 150 mm) diameter Discs

on Galvanized or 304/316 Stainless Cable Sanitary Systems including Nylon-coated or

Uncoated Stainless Cable, and CIP accessories

Ideally suited to gently convey green, roasted and ground coffees, and all forms of tea and tea blends, FLEXI-DISC Tubular Cable Conveyors are fully enclosed, preventing dust and product contamination.

Gently slide coffee and teathrough smooth stainlesstubing horizontally,vertically or at any angle,to single or multipledischarge points

Offered as stand-alone conveyors, or asengineered, fully automated systems integratedwith new or existing process equipment

NEW

Rugged cable/disc assemblies in 4 and 6 in. (100 and 150 mm) diametersoffered in sanitary and industrial designs.

System shown with (right to left): Automatic Cable Tensioner;

Bag Dump Station; Clear Inspection Tubing; and

Drive System with motor, gear reducer, drive wheel

and discharge housing.

BB-0729

2013 Flexicon Corporation. Flexicon Corporation has registrations and pending applications for the trademark FLEXICON throughout the world.

System can be fed from virtually anynew or existing storage vessel orprocess equipment (Drum Dumperand Bulk Bag Discharger shown),and discharge at a single point,or selectively at multiple points.

BB-0729 MoveCoffeeTeaGently_CoffeeTalk_0613_052213_21x7in_BB-0729 5/22/13 5:16 PM Page 1

V. What are some ways that you teach others?R. We teach what we call our Seven Steps to Success program. These Seven Steps are all pieces and parts that help the business owner to be effective -such as how to choose the right location, equipment, ingredients, and team among others. It might sound pretty basic, but when we start training people that have an existing job not related to coffee, or when we retrain current business owners, we find that many of these things seem to have been forgotten. For example, maybe the portion sizes got out of control and no one notices, or the fact that the menu has a drip coffee listed first instead of an espresso-based drink. In a nutshell, we teach to our 7 steps to success in terms of opening and maintaining a profitable coffee shop business.

V. How many coffee shops do you currently support?R. Right now we support about 260 independent business owners who run their own coffee shops; however, we are not a franchise. We dont have any franchise fees or royalty. We provide true support free of charge.

V. Where and how does the consultation process take place? R. We do it two different ways: We bring people here to our main roasting facility to train and teach them, or we go on-site to where they are located. We have a training manager here that travels if needed to offer permanent support and education to make sure that every one of our businesses stay on track. We also invite business owners to come in and visit our roasting facility. There they can see where our passion lies and how we have the structure for support. Then we take them to the Crimson Cup Coffee House, and show them the layout and the design that we have chosen. They communicate with the staff and the customers, so it is absolutely a huge part for us.

V. Your company has been doing consulting for more than 20 years. What do you think has changed in the market over the years?R. Nowadays, people are doing more research to understand what it is like to be a business owner. So, our goal is to help these people to be confident and gain their confidence through the support that they get from us. The market is more volatile now, and I think people are more serious about their coffee. We definitely see that the customers are demanding a higher quality and a more ethically traded coffee. This is where our coffee focus is going. We are working on developing our relationship with our farmers. We dont just want their great coffee, we want to make sure their kids are going to school and have the uniforms they need. And we pass that responsibility to our coffee house novices as well.

Talking about change, we have noticed that blends are kind of fading out. It also seems that coffee shops dont serve as many frozen drinks, or anything with syrups. Straight origin coffee is a hot topic now. The good thing in our business model is that we have always done both. We have done great flavored coffee, we have done great origin coffee, and we see the value in both. You cant appeal to everybody with just one product.

V. Dare to share a secret to success? R. Efficiency, which is our underlying consulting theme. It is doing things in the most profitable way and in the most time sensitive way. Another important top deals with new business owners purchasing new equipment versus used equipment the consensus from who we speak with is that most try to cut corners and buy used equipment solely based on cost. We teach that it is better to start out with new espresso equipment to manage the product quality from the start and to avoid unplanned maintenance expenses on a used machine.

22

June 2013

Back in the day (This is what old timers say when about to make a comparison to current changes in something) education in the coffee industry had only one flavor free peer-to-peer / mentor-to-mentee. But times they are a-changin!

Our industry is interesting in that we all want our colleagues, and competitors, to make good coffee so the industry is easily identifiable as something better than average. If the industry succeeds, then everybody can charge an artisanal price rather than a commercial one. Education was given away to assist this identity separation. Is it working? is a smart and insightful question to evaluate. To do so requires peeling back a few layers of this education onion.

The Evolution of Education Back in the day, people were just feeling their way through things like sourcing, roasting, and pulling shots. We would pick up the phone to a friend in the industry and declare something like I found that if I roasted a little slower and a little lighter I got some interesting flavors. Or I found that if a shot of espresso takes longer than seven seconds to produce it can actually taste complex and interesting. The person on the other end would willingly share their experiences and that became a collaborative learning experience.

As the collaboration became wider, guilds formed. Now we had organized group collaboration for education. The guilds found that it would be easier for everyone if the information was organized into classes so curriculum was developed for that level one type information. The information was still free but you needed to join one of the guilds and go to a retreat to get it. It was still contained in the most passionate of the coffee enthusiasts who were willing to join, share, participate, and pay to be a member.

The word got out that there were organized classes for the industry. Demand became extremely high for not only the Level One classes, but for deeper knowledge for the early adopters who were looking to move up in their learning. Volunteers were still developing curriculum, but at some point it became clear that this service would be better served by the SCAA where some staff could be added to apply a structure to the classes and help develop the look and feel. At the same time, the concept developed of making this education like that of other professions in that it could be a certified credential stating your proficiency in the skills of that trade: Certified Barista, Certified Roaster etc. Also, other organizations started offering similar classes that were often based on the same materials so it was confusing as to who should be running the classes and where you could take them.

Coffee Quality Institute (CQI) developed the Q-Grader Certificate program utilizing some of the work of SCAA education development and tech standards. SCAE offered classes of their own that looked surprisingly like those of SCAA private trainers jumped in, now there are lots of choices, several quality levels of the delivery of those classes, and different credentials and cost structures.

SCAA decided to rein this in and create certification programs for the different vocational groups of the industry. Now you can become a certified Roaster, Barista and Cupper and do it at different levels that represent your mastery of the skills. Volunteers continue to add technical input to the class materials but

Coffee Education- Is the Certificate important?

the information is controlled and sold by SCAA. We have come a long way from that peer-to-peer collaboration.

Are the Certificates Worth It?This is an interesting conundrum for the coffee industry. The answer to the question in the U.S. is different than other countries. To answer we need to understand the value to the learner.

The coffee professional in the US is still a passionate craftsperson set on learning as much as possible. Their desire for a certification is only so they can join the club rather than for professional advancement. The real goal of taking classes is knowledge and craft improvement.

The coffee professional in Asiatic consuming countries is motivated more by the piece of paper. With an additional certificate, there is proof of some specialized learning so there is more possibility to find a job or advance in a company. Often the certificate is being sought and paid for personally, so price is important, and return on investment is calculated. Further down the list is the quality of that education. This is why you see a huge array of coffee certifications in these countries.

In producing countries, they really have a focused goal; to sell their coffee and improve the quality so they can sell it for even more. A certificate is valuable in that it tells the potential buyer that there is an understanding of quality and opens a line of communication. Often it is the exporters that will take classes, as farmers generally cannot afford the classes now that they are fee based. The good news is that people in Coffee Corps will volunteer their time and expertise to deliver the classes free.

Dilution and DishonestyThe danger of a certification is that the industrys desire to make everyone better is being subverted by a small percentage of people that only want to claim that they know, and actually want to cut corners and cheat the consumer. They want to claim to be coffee specialists but then serve some crappy coffee that they can buy cheap. They have a disdain for the sophisticated coffee drinker as well as third wave coffee houses. They think those people are foolish and could not tell one cup of coffee from another. These are the folks our industry must somehow police against as they will dilute the Special out of Specialty and further confuse the consumer.

The solution to this problem is to hold a certificate program to extremely high standards. If you can get one for merely showing up for a class then the certificate has no value. Have informational classes available for those that just want to get started. Have certificate programs for those that want actual expertise. To the SCAAs credit, there has been developed (as a part of the certification) a criteria a number of hours that you must document as developing your skills over a period of months. Bravo!

We have come a long way from Back in the day. Us old timers should take some of these new-fangled certification courses. Maybe we can share some peer-to-peer knowledge during the class!

Rocky can be reached at [email protected]

by Rocky Rhodes

Photo by Trish Rothgeb

24

June 2013

Social Media for Small Business

I am more of a Paul Bunyan or John Henry fan myself, but we cannot deny that we live in the age of digital communication and Social Media is the new word of mouth. You can keep swinging that heavy axe of handing out flyers, dropping coupons in peoples shopping bags, and sending direct mailers, or you can admit to the decade were in, belly up, and start competing at the same level as everyone else.

Social Media is a necessary aspect of every business, especially start-ups focusing on locally driven retail. It is one of the most inexpensive marketing plans possible with undeniable results. The only problem is, you have to actually do it! Like hitting the gym or taking a vitamin, you have to actively update at least one of your social channels each day to have any effect.

I know this sounds daunting, especially to the anti-social misanthropes that would much rather take comfort in the solitude of their drum roaster or basement kitchen. The truth is, Facebook and Twitter are your customers guilty pleasures, little indulgent snacks to keep them going through their workday. And if they are not indulging in your pages and updates, they will be indulging in your competitors.

The idea is to give a behind the scenes, insider look into your business, with each social media outlet allowing for varying levels of formality. For instance, Facebook and Twitter would be your most casual and candid outlets, great for fun off-topic posts that shed light on the personality behind your business. Where as your blog (if you choose to have one) should be more content heavy and appropriate to your companys message, giving customers more insight into your business than what might be available on your website. Direct marketing emails are a must and should be the most focused and professional of all your customer communication. See them as an opportunity to actually promote your business the old fashioned way, through sales, new product announcements and the like- remembering to always have a call to action.

In the end, if you still are not having fun with it, then you should hire or assign someone that will because consistency is the key to social media success!

Getting startedFirst, start your accounts. Begin with a Facebook page, it is easy and will connect you to the largest audience. Then, when you are feeling more enthusiastic, turn to twitter. It is quick and easy, but requires constant activity for success. Read up on it so you get the most from your tweets and are less likely to abandon it. When you are ready to get creative, look into establishing an email marketing campaign that will drive traffic to your website or blog. Set achievable goals so you do not get overwhelmed. It is like gardening start with tomatoes and herbs, because they are easy and gratifying.

Now that your profiles are set up, hopefully your narcissistic instincts will take over and you will not be able to take your eyes off your beautiful home or profile page. With great narcissism comes great sharing! If you are still having trouble starting, sit down once a week to outline a few Facebook posts in advance, as well as a blog topic or two. This exercise should help you get over writers block and make posting every few days easy. Once you have your planned posts, you will start getting more comfortable with the task and find that you actually have lots to share with your customers, even on a daily basis!

I was resistant to the idea of instant connectivity when I started as well, but then it got fun! I was sharing favorites spots around town, reposting articles that I enjoyed and interacting with people I never would have been in contact with otherwise. Whats more, I started offering the service to my F+B Therapy client base, including Grace Hightower & The Coffees of Rwanda. I jumped at the chance to develop their social media presence, because Coffee of Grace has a great story to tell, which makes it all the more interesting to share.

by Jake Leonti

With this in mind, consider your companys story and what it is that you would like to communicate to your customers. Not just promos and daily activities, but what your company stands for and why you do what you do.

At F+B Therapy, I have always had a diverse offering. From my 12 years experience in coffee to my 9 years of filmmaking and writing, social media has been a great way to integrate all my passions and talents into a focused effort for my own business and for my clients. I try to share my love of food, beverage, and the service industry. I also want business owners to know they are not alone, so I offer free tips on improving their businesses. These are all brand-building activities that come from an honest place.

So, be honest about your own passions, get out there, and start writing your own story! The first step is, Just. To. Start!

Jake Leonti is a writer and food + beverage advisor working in New York City. He has worked in the food + beverage industry for over 12 years. His true focus is coffee, having worked in every capacity from barista to sales to roaster to origin. Jake has built retail coffee programs for restaurants, hotels, cafes and bakeries, as well as wholesale programs for roasters and catering companies.

You can contact Jake at F+B Therapy: [email protected] follow him at:www.fnbtherapy.comhttp://fnbtherapy.wordpress.com/http://www.facebook.com/fnbtherapy/timelinehttps://twitter.com/fnbtherapy or @fnbtherapy

Tweets, Vines and Roasters? Oh My! The 2013 Social Media Usage

Survey Results are IN

Earlier this year, CoffeeTalk teamed up with LBP Manufacturing, the designer of UpShot Solution, a new, more eco-friendly single-serve solution, to ask roasters about their personal and business social media routines. More than 300 roasters and industry professionals from around the world responded, providing insights into the ever-changing social media landscape. Funny enough, even the timeliness of the survey questions wasnt quick enough; Vine, a video-sharing app, launched in the iOS App Store during question development. Just four months later, it is now one of the most downloaded free apps available and is continuing to grow.

Based on the responses we received from the survey, roasters see the excitement that comes with new social media channels, and they are slowly launching channels to connect with customers and fans. They have a strong desire to use channels, like Vine and others yet to be developed, to build their brands and in turn, create bigger followings for their beans and their businesses.

From the responses, here are top findings:

Whenrespondentsutilizesocialmedia,theyareconcentrated on a handful of channels, including Facebook, Twitter and LinkedIn.

Key business decision makers are interested and engaged in what social media can do for their businesses.

Few respondents dwell for long periods of time on social media. Emerging platforms include YouTube, Pinterest and Instagram.

Be sure to check out the August issue of CoffeeTalk for full analysis of survey result data!

26

June 2013

the SCAA (Specialty Coffee Association of America) Peoples Choice Award for Best 2012 New Packaging. More recent, this truly intuitive and innovative lid received the Arthritis Foundations first ever Ease of Use Commendation for a beverage lid, following a four month independent (Georgia Tech University) engineering and arthritis patient panel review. (See, e.g., http://www.youtube.com/watch?v=DjFXKHW48sc for video on the Arthritis Foundations collaboration with Georgia Tech Universitys Engineering Department for the Ease of Use Study program). Over 50 Million Americans report their physician has diagnosed them with some form of Arthritis making the Ease of Use Commendation extremely relevant as both a value added and consumer directed-choice for intuitive products, such as the uVu Lid, in the market. For more information visit www.uvulids.com or call 561.674.9400

Gavia Blueberry Coffee is Back!Like ripe blueberries fresh off the vine, Gavias Blueberry Coffee is a rich medium roast, accented with authentic fruit flavor. With its sweet aroma and smooth aftertaste, this coffee is a favorite among consumers everywhere. Delicious served hot or cold! Available in 5lb. whole bean, or ground in 2.5 oz. portion packs. Get your sample today! For more info contact Yolanda Sanchez at [email protected].

Ken Waithman, General Manager for Canterbury Coffee, trades commodities for retirementCanterbury stops to bid farewell to long-time General Manager Ken Waithman, who retires after 31 years in the coffee industry. From Dicksons to Kraft and then to Canterbury, Ken knows just about everyone in the industry. His insight, understanding, and colorful humor will be missed. That being said, hell still be drinking coffee but in cafes in Europe, or wherever the winds take him. Canterbury Coffee is a Canadian owned company with its roasting facility and corporate headquarters located in Richmond, British Columbia, Canada. Founded in 1981, the company employs over 140 people and is recognized as the largest specialty coffee roaster in Western Canada. www.canterburycoffee.com

Blendtec and Lancer team upBlendtec, a top manufacturer of high-end blending equipment and Lancer, a leading manufacturer of beverage dispensing systems, have entered into a joint development agreement and will be showing a prototype of their first joint product offering at the National Restaurant Association (NRA) show this month. The new platform is an automated blended ice beverage station for making smoothies, frozen coffee drinks and other beverages using refrigerated bag-in-box (BIB) ingredients. This gives restaurants and other foodservice operators a fast, efficient, fully-contained system to expand their menus with popular smoothies and other frozen beverages. When released, the beverage station will be commercially available for a unit price of under $9,000 with qualifying volumes. For more information go to blendtec.com/commercial, or call Blendtec directly at 800-BLENDTEC.

artificial sweeteners, creamers, powders, and syrups. Weldon Flavorings is the healthier way to enjoy an Iced Treat without adding a lot of extra calories or fat to clog your arteries. These flavorings are the perfect solution to serving Flavored Iced Coffee, cappuccino, and lattes without all the calories, carbohydrates, fats, and sodium. And if that doesnt get your attention they are Gluten-free and non-allergenic. Each bottle comes with a pre-measured pump, which allows for quick and accurate flavoring of each cup. Ideal for coffee shops, drive-thrus, office coffee service, convenience stores, or any place coffee is served. For more information, please contact Weldon Flavorings at [email protected]

Insight Beverages Stays on Trend with High Energy French Vanilla Frozen CappuccinoAs the weather heats up, the beverage segment is cooling down. Frozen coffee beverages are leading the pack as a growing category, and drinks like Insight Beverages High Energy French Vanilla Frozen Cappuccino are satisfying customers cravings for a delicious pick-me-up any time of day. According to Technomic, frozen coffee beverage sales are up 11 percent from 2008-2011, and are expected to see another 11 percent increase from 2011-2014. The companys latest frozen carbonated beverage flavors range from the traditional Sour Apple and Blue Raspberry to the bold and trend-setting Strawberry Lemonade and Tea with Honey. Insight Beverages frozen uncarbonated beverages are available in a wide variety of fun flavors: Pina Colada, Melon Berry, Island Splash, Mango Lime, Margarita, Horchata, and Green Tea with Honey. Coffee-flavored frozen uncarbonated beverages include French Vanilla Cappuccino, Caramel Latte, Cappuccino and Mocha Cappuccino. Products are available in bag-in-box and dry mix formats. To place an order or request free samples, contact Sharon Porter at [email protected] or visit www.insightbeverages.com.

The Quiet OneVitamix , the world leader in high-performance blending equipment, offers The Quiet One. Thanks to its dramatic sound reduction capabilities, The Quiet One is ideal for any front-of-the-house environment. The Quiet One is up to four times quieter than the competition, due to advance vibration dampening technology, providing high-quality drinks in a more enjoyable atmosphere. Its compact, magnetically secured sound enclosure significantly reduces cleaning time by eliminating the need to remove screws or disassemble the machine. In addition to improved noise levels and innovative design, The Quiet One offers six program buttons with 34 optimized programs for ease-of -use and consistent beverage preparation. The unit is also fully programmable to create custom blending programs for signature drinks, smoothies and blended coffees. The Quiet One also features an Advance container with a unique design and built-in dripless spout. A powerful 3 peak output horsepower motor improves reliability and reduces down time. Visit www.vitamix.com for more information.

The Alliance for Coffee Excellence, Inc. Elects Three New Board MembersThe Alliance for Coffee Excellence membership has voted in three new Board members. Bruce Mullins, VP of Coffee Culture for Coffee Bean International and Farmer Brothers; Joe Hsu, General Manager of Orsir Coffee; and Chris Jordan, CFO of Verve Coffee were chosen to fulfill a three-year term beginning in June. These three will join ACE Board members Kentaro Maruyama - Japan, Jason Long - USA, Geoff Watts USA, Flori Marin - UK, Mark Dundon - Australia and Aida Batlle - El Salvador. The Alliance for Coffee Excellence is a global non-profit that fosters appreciation for exemplary coffees and farmers through its Cup of Excellence program, training and other complimentary auction programs. For more information log on to www.AllianceforCoffeeExcellence.org

Service Learning Trip to Honduras Helps Smallholder Coffee FarmersInternational service-learning trips originating at The Ohio State University are renowned for the positive experiences they provide to undergraduates and those they seek to serve. Thanks to funding from Greg Ubert, president of Crimson Cup Coffee & Tea, a Columbus based roasting company and coffeehouse, five Ohio State students will trek to a remote farming village of El Socorro de la Penita, Honduras, where the coffee served in coffee shops on campus is grown. The goal of the service trip is to grow relationships and contribute to sustainable solutions for the farming poor. Ubert tapped Stephan Erkelens, president of AXIOM Coffee Ventures, to assist in planning the trip. AXIOM is active in coffee communities in several countries and works with NGOs, coffee industry partners, and social impact investors to deliver a market-based pathway out of poverty for smallholder families. For more information visit: www.axiomcoffeeventures.com and www.crimsoncup.com

ShopKeep POS Wins Technology Innovation of the Year Award ShopKeep POS, the leader in iPad point of sale to brick and mortar merchants across the U.S., announced that the company is the winner of the Technology Innovation of the Year Award given annually by the Electronic Transactions Associations (ETA) Star Awards Committee. In addition, ShopKeep POS has been selected to be one of only four companies included on the 2013 ETA Technology Tour. The announcement closely follows the launch of the ShopKeep POS Surround 360 Program designed specifically for credit card processors, indirect sales organizations, and other reseller partners to offer innovative cloud-based iPad point of sale technology to small and medium size businesses. Partners can generate significantly more revenue and provide value added services by offering merchants an easy-to-use POS system. ShopKeep POS has over 6,000 active merchants nationwide. Learn more about our innovative Surround 360 program at www.shopkeep.com/partners.

Arthritis Foundation approves uVu Technologies lid container for first Ease of Use Commendation in beverage lid category.In 2012, the uVu hot beverage lid received

NewsBitesPerka Selected to Support the Customer Loyalty Program for The MeltPerka announced today that its mobile loyalty platform is being utilized by the fast growing grilled cheese restaurant chain, The Melt, to power an integrated customer rewards program. The fast casual eatery is using Perka to power The Melt Perks which launched earlier this year. Customers who prepay on The Melt website or by using a smartphone, are able to pick up a freshly cooked meal by scanning a code at any The Melt store or mobile bus location. Regular guests that place orders using the app or website will receive their 10th order free automatically, conveniently and without punch cards. Restaurants and retail businesses that build customer loyalty experiences upon the Perka enterprise platform are able to extend functionality beyond a standard Perka loyalty subscription. To learn more about Perka, visit www.getperka.com.

Roastar announces new Fractional Pack custom lineRoastar is proud to announce the newest addition to our coffee packaging line, custom printed 2oz. flat pouches. These pouches are produced using the same high barrier coffee film used in the production of our 1/2lb and 1lb bags, and are available with the same low minimum order quantities and fast turnaround Roastar is known for. Our flat pouches measure 4.82 x 6.25 and feature an adjustable tear notch for perfect placement and easy opening. For more information on pricing, free samples, or flat pouch proofs contact us at [email protected] or by calling 866-516-7247.

Erika Lowery joins Coffee FestCoffee Fest, a division of Lifestyle Events Inc., is pleased to announce the newest addition to their team. Erika Lowery has been chosen as the new Exhibitor Support Man

133231-june 2013

Documents

coffee professionalscoffee

century24 social media

chiefownermiles small

small businesswww

coffee fest listings

th ave swvashon

social mediaodyssea

liveswater qualityessential